Assessing Intangibles in Lean Start-Ups Using Repertory Grids

Abstract

The assessment of intangibles in business plans by investors is an important factor of recent interest, particularly in the evaluation of early-stage technology-based ventures. On one hand, investors are challenged to properly assess new opportunities. At the same time, entrepreneurs or innovators face the formidable task of communicating what is, sometimes, nothing more than just an 'extraordinary' idea. In such situations, the decision to continue with the due diligence process, and finally to invest, is based frequently on those aspects that are intangible. In an attempt to reveal some of the intangibles assessed by investors and communicated by entrepreneurs, an investigation was conducted using repertory grid, a technique based on personal construct psychology. Five venture capitalists and five entrepreneurs were interviewed. Evidence was found for the importance of intangibles during the investment-decision process of early stage technology-based ventures. For these ventures, the consideration of only tangible criteria is not a guaranteed predictor of success. The repertory grid technique makes a significant contribution to the identification of intangibles assessed by investors and communicated by entrepreneurs.